In the ever-evolving world of marketing, few brands illustrate a unique strategy quite like Manscaped. As a company known for its male grooming products, Manscaped has established a distinct identity focused on humor and authenticity. A recent pursuit of Manscaped is their exploration of **Manscaped marketing strategy**, particularly as they consider taking their advertising to the big stage at the Super Bowl. This bold move not only signifies the brand’s growth but also highlights its commitment to a broader audience. The implications of this advertising shift present a rich opportunity for the brand to forge deeper connections with its consumer base while exploring different media channels.
Manscaped’s Bold Marketing Approach
Manscaped’s marketing strategy revolves around a mixture of humor, engagement, and relatability. They cater specifically to men, establishing a niche that blends personal grooming with a fun and approachable tone. Using edgy humor has proven to be effective. For instance, their recent campaign, “Send Face Pics Instead,” encourages men to share images of their faces instead of, let’s say, more private areas when connecting with others over mobile apps.
By taking a step beyond traditional performance marketing, Manscaped intends to connect emotionally with its audience. CEO Marcelo Kertesz envisions the Super Bowl as an avenue for expanding brand awareness. “It’s maybe the most visible part of that change in the media mix going more upper funnel,” he explains. The goal is clear: transitioning from a performance marketing brand into a household name by engaging consumers on a deeper level through emotional connections rather than just product features.
Reinvention through Partnering and Innovative Campaigns
To reach their branding ambitions, it’s crucial for Manscaped to explore various media channels. Recent partnerships, including collaborations with the UFC and the San Francisco 49ers, illustrate this approach. Kertesz has noted that the team is actively bringing in new talent from different backgrounds to cultivate a culture ready for strategic marketing shifts.
One notable feature of the Manscaped marketing strategy is its ability to pivot. The brand acknowledges its roots in male grooming primarily focused on below-the-belt products but seeks to broaden its appeal. This flexibility invites a more diverse product line that now includes offerings for face grooming. This transformation is not without challenges, especially as they aim to keep their core identity intact. The key is effectively communicating their humor while maintaining an inclusive brand image that resonates with a broader audience.
Innovative Media Channels for Brand Recognition
Manscaped recognizes that its initial focus on direct-to-consumer and performance marketing won’t suffice to propel future growth. Instead, they are adopting a more holistic media strategy. This includes enhancing the budget for brand awareness, expanding their presence in out-of-home advertising, audio marketing, and traditional television. By investing in these channels, they are looking to reshape consumer perceptions from merely “the groin guys” to a comprehensive male grooming brand.
The Super Bowl represents an ideal platform for this ambitious marketing strategy. Kertesz believes the potential benefits far outweigh the inherent risks. This sentiment is underpinned by the positive response they’ve received from retailers and consumers alike. Manscaped aims to present itself as a brand of choice in the conversation around male grooming—seizing opportunities to engage audiences where they are most receptive.
Facing Competition with a Unique Voice
In a market crowded with traditional competitors, Manscaped thrives on its unique voice. Many grooming brands emphasize product superiority—more blades, less irritation. In contrast, Manscaped leans into its humor and relatability. This approach not only makes grooming less of a chore but also infuses excitement into the purchase experience.
By using innuendo and humor, the brand connects with its audience on a personal level. Kertesz articulates that their goal is to create moments of relief in an overly technical conversation about grooming functions. This strategy allows them to stand out against long-established companies, which often stick to more rigid and conventional marketing tones.
The Future of Manscaped: Trusting the Process
As Manscaped plots its future marketing direction, their willingness to embrace change remains evident. Adapting their marketing strategy to include higher-funnel advertising is a significant leap forward, having previously concentrated mainly on performance metrics.
Moving towards building a recognizable brand is essential, especially during uncertain economic times. Many companies retreat to performance marketing; however, Manscaped understands that staying true to their evolving identity is important. Kertesz expresses confidence in the brand’s direction, asserting that they have cultivated a business strategy capable of thriving in a competitive landscape.
In conclusion, Manscaped’s innovative marketing strategy illuminates the path for the brand’s future growth. Their new direction, rooted in deeper consumer engagement and emotional marketing, signifies their ambition to become more than just a niche grooming brand. As they potentially prepare for the Super Bowl, this will not only be a significant milestone for Manscaped but also an exciting chapter in the continued evolution of their marketing strategy.
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